Samuel Thuo Email & Phone Number

Mahé, Seychelles

Key Contributions• Spearheaded the formulation and integration of comprehensive Commercial strategies, resulting in enhanced business performance. • Orchestrated the planning and successful execution of diverse trade programs across off-trade, on-trade, and new market segments. • Achieved Annual Operating Plan (AOP) targets by meticulously overseeing and enhancing the Monitoring and Evaluation (M&E) cycle. • Demonstrated strong leadership by fostering a high-performance team, focusing on skill development and role advancement. • Pioneered the infusion of Commercial Knowledge and best practices throughout the Sales and Marketing divisions. • Led the establishment of standardized protocols, streamlined processes, and effective tools, enabling precise tracking, measurement, and reporting against established benchmarks.• Formulated a strategic commercial roadmap spanning short, medium, and long-term horizons, guiding the organization towards sustained growth and success.

Nairobi

Key Contributions• Orchestrated a remarkable channel transformation, elevating premium brands' share from 22% to an impressive 40%, effectively driving the premiumization initiative. • Mitigated trade price hyperinflation for our products, resulting in a substantial double-digit growth in Net Sales Value (NSV) during the fiscal years F21/F22. • Amplified the market share of TBA (Total Beverage Alcohol) category from 70% prior to the onset of the pandemic to an exceptional 81% in the post-covid landscape. • Successfully elevated Gross Margins, achieving a noteworthy increase from 46% to a robust 53%, thereby enhancing profitability and financial performance.

Nairobi

Key Contributions• Crafted a pivotal channel strategy for the Emerging Business division, resulting in a substantial value contribution of 18 billion to EABL's overall portfolio.• Reversed Senator's YoY decline from -22% (F18) to +35% growth (F19) by initiating the first-ever National Consumer Promotion in the channel.• Introduced value-based segmentation standards, driving an 11% growth in the spirits category and elevating SFE scores from 43% to 72%.• Led the recruitment of 1 million consumers by cultivating informal alcohol sector outlets, resulting in substantial beer category growth.

Key Contributions• Orchestrated the development and seamless integration of a trade asset policy within the organization, resulting in a notable 5% reduction in costs. • Successfully managed trade execution teams and third-party agencies and achieved BTL activities deliverables achieving efficiency levels and growth of 4% YoY. • Developed trade programs that met customer segmentation needs that led to overall company's growth of 4% YoY. • Successfully operated as Intelligence chief for competition and designed competition strategies to counter competition which led to growth of Beer market share from 94% to 95%.

Nairobi, Kenya

Key Contributions• Successfully achieved a Net Sales Volume (NSV) of KES 5.7 billion, meeting 100% of the established targets. • Spearheaded the growth of my team's talents, resulting in the promotion of 2 team members to managerial positions. • Successfully boosted divisional sales through distributors, retailers, and wholesalers, while concurrently controlling costs to enhance profit margins. • Designed and executed forward-looking route-to-market strategies that capitalized on current and future prospects, expanding market presence and driving growth. • Formulated result-oriented strategies for the designated product portfolio, directly contributing to surpassing business sales targets.

Nairobi, Kenya

Key Contributions• Surpassed the NSV target for the financial year F13/F14, demonstrating exceptional sales performance and strategic acumen. • Successfully maintained optimal capitalization of Distributors throughout the year, proactively addressing non-compliance issues and ensuring smooth operations. • Spearheaded the formulation and implementation of the Nairobi Spirits strategy, resulting in a remarkable increase of 200 million in Net Sales Value (NSV) specifically within the spirits segment during Q4. • Revamped the Route to Market for Beer Distribution and innovatively devised a new Route to Market strategy for the Spirits Business, optimizing distribution channels and driving revenue growth.

Key Contributions• Orchestrated consistent over-achievement of sales targets for financial years F08, F09, and F10 in the Mountain division, driving an annual Net Sales Value (NSV) exceeding $350 million. • Nurtured and upskilled a team of seven direct reports through impactful trade accompaniments, pivotal in the realization of company objectives. • Efficiently allocated and managed an average annual trade activities budget of $3 million, ensuring seamless attainment of annual performance benchmarks. • Delivered strategic consultation prowess to vital distributor partners, streamlining product access for timely retail supremacy. • Exercised influential leadership by channeling feedback to the head office and fostering cohesive collaboration with peers across the division.

Diploma, Public Relations Management

Bachelor Of Science (Bs) International Business Administration, Marketing